GE's Imagination Breakthroughs: The Evo Project

MESSAGEECView Educator Copy907048-PDF-ENGYou must be registered as an educator on this site to receive Educator Copies and Previews of material. Not registered? <a href="/cbmp/register/0/Educator+Premium/0/1">Apply now</a>.

MESSAGETNRequest Teaching Note907048-PDF-ENGA Teaching Note is a comprehensive guide to how to teach a case, written by the author of the material. You must be registered as a Premium Educator to receive a Teaching Note. <a href="/cbmp/register/0/Educator+Premium/0/1">Apply now</a>.

Description

In September 2003, Jeff Immelt challenged the business leaders at GE to come up with "Imagination Breakthroughs," innovative new projects that would serve as the centerpiece of GE's organic growth initiative. Follows the company as these changes are driven through the business units, focusing on GE Transportation as it launches a series of groundbreaking, green products--from the Evolution Locomotive to the Hybrid Locomotive. The growth process transforms the culture within GE Transportation, leading to a redefinition of the marketing role, the implementation of a "growth leader" profile and new decision-making processes to encourage innovation and risk. Finally, presents a critical decision point, as Transportation executives must decide whether or not to support the high-risk Hybrid Locomotive project.

Learning objective:

To focus on growth strategy and the implementation of process changes driven from the corporate level down to individual business units.